Apple’s New Siri takes center stage amid growing AI competition
Synopsis
Apple introduced a revamped Siri and expanded AI features across its devices during WWDC 2026. The announcements come as businesses and investors increasingly focus on artificial intelligence, a market expected to attract hundreds of billions of dollars in spending over the next several years worldwide.
The WWDC, held every year by Apple, featured the unveiling of the improved Siri and the expanded artificial intelligence features on all its devices, reinforcing the focus on a product that has become the heart of the company's aspirations for AI.
The updates comes at a time when investors, developers and enterprises are closely monitoring how major technology companies are integrating AI into their products. While its rivals have embraced generative AI aggressively in the past two years, Apple faced questions regarding the pace of its own deployment especially after many of the advanced Siri features announced at previous events was delayed.
Siri Takes Center Stage Again
At the WWDC, Apple unveiled updates to make Siri understand more context, act across apps and deliver more natural interactions. According to the company, Siri will be more deeply integrated with Apple Intelligence, its AI software that already powers a growing number of features on its iPhones, iPads and Macs.
Other additions from Apple announced include real-time translation, writing assistance and image generation. Many of the new features are designed to be processed locally on devices, while computationally intensive tasks leverage Apple's cloud infrastructure.
The company said that access to some of these tools for developers would be immediate, with wider availability to follow.
AI Spending Race Accelerates
Apple's latest announcement come in at a time when artificial intelligence has emerged as the most significant investment area globally, with research firm IDC predicting the global spending on AI technologies to exceed $630 billion by 2028.
The U.S. Leads the pack in terms of the largest AI markets followed by China. While markets like Australia, the UK, Japan, Germany, South Korea and India also boost investments on AI-driven products and digital infrastructure.
Within Australia, the focus of AI has shifted to adoption in banking, mining, health care and professional services sectors while the US continues to show large enterprises to ramp up spending in AI, targeting productivity gains and revenue growth.
The AI push comes at a time when Apple is already experiencing massive revenue growth from its hardware as well as services, posting a revenue of $95.4 billion in the quarter ending March 29, 2025 and $26.6 billion on services, the highest it had posted ever.
Overall revenue of $391 billion in fiscal year 2024. As AI is gaining prominence as a key competitive differentiator across the technology industry, the updated Siri and Apple Intelligence suite is poised to be the primary subject for enterprises, developers and investors in the coming months.
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Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
